I think that the ad has a quite good art direction, but it's too litteral... in my opinion and moreover i've never seen a crane like that, 'couse the cranes are the only elements in collision with nature invasion of the city.
Although this the ad is pleasant.

Good emulation of the Dave Hill style on the photo/illustration. Bald eagle feels out of place, bats look like they're taking a leak on the poor and overly-happy kid. Other than that, the ad works. They managed to have a lot going on without detracting from the product.

LOL! I thought that the bats were urinating on the little kid as well, but there is no fluid shape coming from them. I am not making a groundbreaking discovery here, but I believe that the kid is supposed to be flying bat kites.

Either way, I love the art direction. However, how many ads can we make with cranes having sharp teeth or looking like scorpions or spiders and everything else on the street being a danger to the brave car being advertised?